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Industry: Email Alert RSS FeedBurger King turns to mobile to serve its customers.(News)
RCR Wireless News, August, 2006
Byline: ALICE Z. CUNEO
Burger King Corp. is letting its customers get their information their way-and more and more, that way appears to be via a mobile phone.
Although McDonald's Corp. and other rival chains have toyed with mobile marketing tests, such as text-messaging sweepstakes and on-pack promotions, Burger King has become one of the first fast-food chains to establish a mobile website. The site, BK.com, offers mobile access to nutritional information and has a store locator with maps and directions. Burger King plans to expand the site in the future as mobile media evolves.
"It's all about having it your way, information wherever and whenever they want it,'' said Gillian Smith, global senior director of media and interactive at...
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